eMarketer: 2026 Singles’ Day GMV Grew 4.8%
2026 Singles’ Day GMV reached approximately RMB 1.77 trillion, up 4.8% year over year, while growth across major platforms fell to 3.7%; demand for AI-enabled products and services strengthened.
What are the key facts?
- 12026 Singles’ Day promotion-period GMV: approximately RMB 1.77 trillion
- 2Singles’ Day promotion-period GMV: up 4.8% year over year
- 3Growth across major e-commerce platforms: approximately 3.7%
- 4Demand for AI-enabled products increased
- 5Service consumption performed strongly
What happened?
eMarketer published an analysis of China’s 2026 Singles’ Day on November 12, 2026. Citing Syntun data, the report said GMV during this year’s promotion period was approximately RMB 1.77 trillion, up 4.8% year over year. When only major e-commerce platforms such as Alibaba, JD.com, and Douyin are counted, growth was approximately 3.7%, down from 12.3% the previous year.
The report said consumers remained relatively cautious, while platforms and merchants reduced complex cross-store discounts and increasingly used instant discounts, direct price reductions on individual products, and in-stock prioritization. On the demand side, products incorporating AI functions, including AI toys and companion robots, saw increased demand. Service consumption, including housekeeping and pet-hair cleaning, also performed strongly.
For cross-border sellers targeting China, Japan, and Western markets, the source noted that relying solely on low prices and promotional subsidies may become less effective. In-stock inventory, delivery commitments, product-function differentiation, and AI-related categories warrant attention.
What does this mean for cross-border sellers?
Overall Singles’ Day GMV growth slowed, and relying solely on low prices and promotional subsidies may become less effective. Put in-stock availability, delivery commitments, and product-function differentiation ahead of promotion design. Demand for AI toys, companion robots, and services strengthened, so review their feature messaging and margin potential first.
What should sellers do now?
- 1Screen the store’s AI toys, companion robots, and service products; use a listing optimization tool to rewrite titles, selling points, and feature descriptions, and complete a revision checklist highlighting differentiated value.Listing Optimizer
- 2For key listings targeting China, Japan, and Western markets, calculate gross margins and break-even points after instant discounts and direct product price reductions; complete a pricing review table by store and SKU to avoid losing profit through low-price promotions.Breakeven calculator
- 3Organize key SKUs that can remain available for sale after Singles’ Day; create a checklist covering store, inventory status, delivery commitments, and replenishment priority, and verify that each SKU has verifiable in-stock information.Procurement List